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The Marketing Firm: Retailer and Consumer Contingencies

In: The Marketing Firm, Volume I

Author

Listed:
  • Nils Magne Larsen

    (UiT The Arctic University of Norway)

  • Valdimar Sigurdsson

    (Reykjavik University)

  • Jørgen Breivik

    (UiT The Arctic University of Norway)

  • Asle Fagerstrøm

    (Kristiania University of Applied Sciences
    BI Norwegian Business School)

  • Gordon R. Foxall

    (Reykjavik University
    Reykjavik University)

Abstract

Efficiency has emerged as an important consumer value and thus has increased the importance of the in-store search as one facet of consumer transaction costs. This chapter contributes to the development of a marketing theory of the firm by analysing the consumers’ in-store efficiency ratios and the retailers’ natural sources of resistance to offer efficiency to all of their customers. We propose new behavioural metrics for consumer transaction costs. Our data from the behavioural tracking of 497 complete shopping trips reveal more transaction costs for quick shopping trips than for regular shopping trips, which demonstrates friction between retail and consumer transaction costs for quick trips.

Suggested Citation

  • Nils Magne Larsen & Valdimar Sigurdsson & Jørgen Breivik & Asle Fagerstrøm & Gordon R. Foxall, 2025. "The Marketing Firm: Retailer and Consumer Contingencies," Springer Books, in: Valdimar Sigurdsson & Gordon R. Foxall (ed.), The Marketing Firm, Volume I, chapter 4, pages 111-142, Springer.
    • Handle: RePEc:spr:sprchp:978-3-031-91595-6_4
    DOI: 10.1007/978-3-031-91595-6_4
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